Connect with us

Could Buckfast make a fast buck in Asia?

2 years ago2 years ago

WORLD Buckfast Day. It’s the second Saturday in May, so if you took part last year your hangover is abating about now and if you didn’t, mark May 13 on your smartphone calendar. The event’s a keeper. Two years ago, this special occasion was National Buckfast Day.

But, like the drink itself, the instinct was to want more. Here in Hong Kong, I asked questions pertaining to Buckfast awareness. Local heads shook. Expat Scottish heads shook. The Scots had heard of Buckie but not its global gala. So the brand has some work to do. Which got me thinking about a social media campaign.

Would it be a good idea if @NedsOnTwitter tweeted @realDonaldTrump: “Yous a businessman right? Want a new drink whit sums up your economic strachety? BUCKfast?” Would he reply?”Can it #MakeAmericaGreatAgain?”

I only mention President Trump as he seems a splendid means for getting global attention for alcohol, as proven by a new drink called Fake News Ale. It’s produced by a craft brewing company in Canada and has a cartoon of Mr Trump on the can. (Though what if you’re neither male nor into ale? How about a Fake News Cosmopolitan, made with vodka Jared sourced during a Russia meeting? A Cosmopolitan is everything Mr Trump ain’t.)

Back to Buckie. Perhaps there are other people on Twitter to engage with. From @NedsOnTwitter to @astro_timpeake: “We’ve goan from National Buckfast Day tae World Buckfast Day. Goany you huv some and next year, it will be Buckfast Day in Space.” Reply from @astro_timpeake: “I came down ages ago. Are you high, on something beside Buckie? Speak to the Chinese, they’re still up there.”

@NedsOnTwitter to @astro_timpeake: “Oh I know him. Oi China?” Or maybe keep it simple. British retailer Majestic has introduced wine bottles with no words on the front, just illustrations. Basically, sophisticated emojis. Illustrations require no translation and are an easy way to go global. Perhaps @NedsOnTwitter might launch a competition for an illustration to best represent the experience of drinking Buckfast? It would be colourful.

Let’s not forget WeChat, the biggest social messaging app in China. Have it renamed WeeChat for the day? Or the proponents of World Buckfast Day could try a promotional trip to Asia, as China is no stranger to powerful alcohol, the favourite being Baijiu, a strong spirit, between 40 per cent and 60 per cent alcohol.

They should be careful not to drink any Bucky on Hong Kong’s subway system though. If I asked you “which four-letter word will Hong Kong’s public transport soon allow? Food? Or something more sweary?’, you might be surprised by the answer.

The MTR – as the subway is called – is going to relax its attitude to swearing, but eating and drinking will remain forbidden. Which means you could tell people a particular fortified wine was ******* brilliant, but sampling would not be allowed.

In the run-up to World Buckfast Day, I shall keep checking Hong Kong’s supermarkets’ wine shelves. So far, I’ve found no Buckie. Still, give it a few more World Buckfast Days. The Chinese love red wine. A taste for ned wine may follow.